TBWA uses real mothers in work for Heinz Baby Food

TBWA GGT Simons Palmer unveils its first work for Heinz Baby Foods this month with a series of colour press ads featuring real mothers with their babies.

TBWA GGT Simons Palmer unveils its first work for Heinz Baby Foods

this month with a series of colour press ads featuring real mothers with

their babies.



The campaign, which introduces the theme, ’for every little step’,

consists of four separate executions which will run in parenting titles

over the next year.



The ads will run first in the June issues of titles including Mother &

Baby and Practical Parenting. They were written by Jonathan Budds and

art directed by Nick Hine, with photography by Elliott Erwitt. Media is

handled by IDK Media.



The first ad features a shot of a baby crawling for the first time,

witnessed by her mother. The copy reads: ’All-time top three miracles.

The pyramids, chocolate Hobnobs, Sally-Anne’s first expedition.’



The second ad shows a shot of a baby sleeping, with his mother beside

him. The copy reads: ’Great events of our time. Berlin Wall came

down.



The launch of lycra. George sleeps straight through.’



The other two executions show babies who have either grown their first

tooth or eaten food from a spoon for the first time.



Marta Brnicevic, the account director on Heinz, commented: ’The strategy

is about capturing emotion and the magical moments that take place

between a mother and her baby, showing that Heinz is there for every

stage of a baby’s development.’



GGT - which merged last month with TBWA - won the combined Heinz and

Farley’s baby food business in January 1997 after a pitch against

Heinz’s main roster agency, Bates Dorland. GGT was already the incumbent

on the Farley’s business.



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